Pay-Per-Click Averages Hide Incremental Realities

Paid Search - A Column From Search Engine Land

You’re hitting your pay-per-click (PPC) efficiency targets and everyone is pleased with the results. Congratulations, but are you wasting money in your PPC program? Averages often hide waste, and in this economy it may be worth taking a look at how you’re getting to that average.

Suppose you budget $200 to buy a DVD Player. When you arrive at the store you find the model you want is actually on sale for $100! You arrive home, your 5 year-old hears the good news, grabs the left over $100 and feeds it into the paper shredder. You are: a) indifferent because you planned to spend $200 anyway; or b) irate because your son just wasted $100?

Is this happening in your PPC program?

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